Does humor work in advertising of pharmaceutical products?

dc.contributor.advisorBotelho, Delane
dc.contributor.authorBara, Carlos Roberto Francisco
dc.description.abstractThis thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.por
dc.identifier.citationBARA, Carlos Roberto Francisco. Does humor work in advertising of pharmaceutical products?. Dissertação (Mestrado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010.
dc.subjectPharmaceuticals – advertisingeng
dc.subjectTelevision advertisingeng
dc.subjectHumor in advertisingpor
dc.subjectConsumer behavior – Research – Experimentpor
dc.subject.areaAdministração de empresaspor
dc.subject.bibliodataMedicamentos - Propagandapor
dc.subject.bibliodataPropaganda - Humor, satira, etcpor
dc.subject.bibliodataAnúncios em televisãopor
dc.subject.bibliodataComportamento do consumidor - Pesquisapor
dc.titleDoes humor work in advertising of pharmaceutical products?eng
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